The Story of Durex: A Global Model of Customer Loyalty Marketing

Author: (USA) Hamby
Publisher:
Publish Date: 2005-08-01
Features: The Tesco Clubcard was launched in 1995 and is one of the most successful retail loyalty programs in the world. Since the launch of the Clubcard, Tesco has transformed its relationship with customers. Today, it is not only the top-ranked retailer in the UK but also the most successful online supermarket in the world, the fastest-growing financial services company in Europe, and one of the most successful examples of customer relationship management (CRM) globally. This book narrates a dramatic and untold story about how the Clubcard was conceived, launched, and developed. Cliff Hamby and Terry Hunt are two of the most influential key figures behind Tesco's massive transformation, while Tim Phillips is a commercial and media professional. Together, the three bring us an engaging behind-the-scenes story of the Clubcard—its successes, failures, and invaluable lessons learned. The author reveals how Tesco made customer loyalty marketing work when almost all loyalty programs failed. They vividly explore why the Clubcard achieved unparalleled success, as well as the benefits Tesco gained—and, more importantly, the benefits customers received.